What does your brand say?

That’s right, it wasn’t a typo. What does your brand say? Yes, it has a voice, a message, a look and feel – It’s more than just a mark.

The word “Brand” came about when cattle ranchers used a branding iron to mark their cattle. This practice of livestock branding is believed to date back as far as the ancient Egyptians. It made it easier to know which ranch or farm the cattle came from. They put their mark on their product. This idea was put into use to identify the source of a particular product, making them name brands. Companies selling products wanted their consumers to know where they came from, as not to confuse their products with other generic products on the market.

As this practice became more popular among companies rolling out new goods, consumers began to identify the qualities of a particular brand over its competitors. They began to prefer one brand to another, and would return to buy more or new products by the brands they trust. The brand name of what started as one product was now the brand name of a group of products. This brand was telling a story of reliability, quality and innovation, motivating consumers to come back for whatever they were selling now! After all, people ultimately buy brands, not products.

Is a brand a logo? Yes, but it’s much more. That logo, mark and package design is what your customer will reach for. It’s the mark that makes them feel like they are making the right choice. The more positive experiences your customer can associate with your brand, the more confident they will be when purchasing again.

Your brand has a voice, a message – What does it say? What stories would your clients or customer tell about their experience with your brand?